The Constant Contact Guide to Email Marketing (eBook)

Eric Groves (Autor)

eBook Download: EPUB | PDF

2009 | 1. Auflage
224 Seiten
John Wiley & Sons (Verlag)
978-0-470-61526-3 (ISBN)

Infos

The leading email marketing firm shows you how to create
high-impact, low-cost campaigns

Email marketing is an incredibly cost-effective way to establish
and build relationships that drive business success. But, it can
also be a challenge because the inbox is a hostile environment.
Whether your email is noteworthy--or an annoying waste of your
customer's time--depends on your ability to stick to stick the
fundamentals of good marketing and authentic relationship
building.

The Constant Contact Guide to Email Marketing presents
best practices and relationship-building principles from
America's leading email marketing firm. With over 280,000
small business and non-profit clients, Constant Contact is
constantly testing and learning what works and what doesn't, and
it's all here. There's no other email guide on the market that
provides this level of comprehensive, practical guidance. Whether
you're starting your own small business or need to grow on a
shoestring budget, this book will get you up to speed fast.

Learn about:

* Ten email pitfalls that will get your business into
trouble

* Ten things your customers expect you to do

* The "soft" benefits of email marketing

* Using email in combination with other marketing efforts

* How four types of permissions can make or break your
strategy

* Building an email list that is valuable and effective

* Creating valuable content

* Choosing an effective, professional email format

* Ensuring your emails are delivered, opened, and read

With The Constant Contact Guide to Email Marketing,
you'll learn to avoid the common mistakes of email marketing, give
your customers content they love, and combine an effective email
marketing strategy with your traditional marketing
efforts--giving you way more bang for your marketing buck.

Autor

Eric Groves is Senior Vice President of Global Market Development for Constant Contact.

Inhalt

Acknowledgments vii

Chapter 1 The 40 "Know It or Blow It" Rules of Email Marketing 1

Chapter 2 The Power of Email Relationships 14

Chapter 3 Making Money: The Economics of Email 29

Chapter 4 The Benefits of Permission-Based Email Marketing 44

Chapter 5 Building a Quality Email List 62

Chapter 6 Making Your Email List More Valuable 74

Chapter 7 The Three Rules of Valuable Email Content 89

Chapter 8 Creating Email Content That Leads to Action 106

Chapter 9 Looking Professional: Choosing an Effective Email Format 121

Chapter 10 Making Introductions: Subject Lines, From Lines, and Frequency 145

Chapter 11 Email Filters and Other Delivery Challenges 156

Chapter 12 Tracking and Improving Email Campaigns 170

Chapter 13 Collecting More Feedback with Surveys 186

Chapter 14 Getting Beyond the Inbox 195

About the Author 203

About Constant Contact 204

Index 207

Produkt-Details

• Erscheint lt. Verlag: 19.11.2009
• Sprache: englisch
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Personalwesen
• Schlagworte: Business & Management • Strategisches Marketing • Training & Development • Training u. Personalentwicklung • Wirtschaft u. Management
• ISBN-10: 0-470-61526-5 / 0470615265
• ISBN-13: 978-0-470-61526-3 / 9780470615263